I’ve been witness to clients saying, “Wow that’s expensive. Clients have a tendency to “freak out” when they see the cost of the business cards. If you were to account for all the time it takes your staff to handle the client's request through delivery of the cards and working with a margin on the print order, a simple order of business cards can end up costing a few hundred dollars, taking into account your agency's hourly rates and vendor margins are market competitive.
The idea of keeping small projects with a small price tag helps eliminate the risk of the client getting upset about the price of something they perceive as small.Īn example of my philosophy at work, of keeping small things small, is when you're working with a client's request for an order or reorder of business cards. An experienced client has a general idea of what things should cost, so when the agency gets a request from the client for a small project, I've found that it's wise to show you're a team player and are considering the big picture. And it's the agency’s job to show they're responsible stewards of the budget. The client wants an agency partner to help manage how the budget is spent. In an agency of record (AOR) relationship, both the client and the agency know that a wide variety of projects - small, medium and large - need to be produced out of the budget. With that said, the agency’s challenge is to stick to the budget and make enough money to cover payroll, overhead, benefits, technology and make a profit.
Showing genuine concern for the budget and marketing plan is an endearing quality that clients really appreciate. The agency should do everything they can to use that budget as a guiding light throughout the fiscal year.
The client has selected your agency to help grow their business and increase profits, and expects the agency to stick to the annual budget. Hence, my philosophy of keeping small things small and big things big. The life blood of the working relationship is financial. So when you win an account it's extremely important to take good care of that relationship. We all know the pursuit of new business is a constant challenge for every agency. The cornerstone of success for every ad agency is the ability to establish, build and maintain mutually beneficial long-term relationships with clients.
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